Đề án Thạc sĩ: Đẩy mạnh cho vay khách hàng cá nhân của Ngân hàng Nông nghiệp và Phát triển Nông thôn Việt Nam – Chi nhánh Hà Thành

The banking sector in Vietnam faces intense competition, while the demand for individual customer lending continues to grow and diversify. This trend positions individual credit as a crucial growth driver for commercial banks. Agribank, a leading commercial bank with a significant role in agricultural and rural economic development, recognizes this and strategically focuses on retail banking, particularly individual lending. However, at Agribank's Ha Thanh Branch, despite its location in a populous capital area with diverse financial needs, the scale of individual credit activities has not yet achieved its full potential, and challenges remain in product diversity, marketing, and market share. This study aims to address these issues by proposing comprehensive solutions to promote individual customer lending at Agribank – Ha Thanh Branch, offering both theoretical insights and practical recommendations for its development until 2030.

Academics and researchers in banking and finance, bank managers and credit officers (especially within Agribank), banking sector policymakers, and students of finance and banking.

This academic project, titled "Đẩy mạnh cho vay khách hàng cá nhân của Ngân hàng Nông nghiệp và Phát triển Nông thôn Việt Nam - Chi nhánh Hà Thành," comprehensively examines the individual customer lending operations at Agribank's Ha Thanh Branch from 2022 to 2024, with the goal of proposing strategic solutions for its development until 2030. The study first establishes a theoretical framework by clarifying concepts, characteristics, and roles of individual credit in commercial banking, alongside analyzing both subjective and objective factors influencing this activity.The research methodology involves a detailed analysis of the current state of individual customer lending at the Ha Thanh Branch. Findings indicate several achievements, including stable loan growth, diversification of some credit products, and expansion of the service network, effectively meeting the capital demands of the local population. However, the analysis also unveils significant limitations, such as a lack of product diversity compared to competitors, complex lending procedures, ineffective banking marketing strategies, inconsistent staff quality, and inherent credit risks.Based on these findings, the project proposes a series of integrated solutions. These include refining the portfolio of credit products, streamlining lending processes, adopting advanced digital technologies, enhancing human resource capabilities, strengthening marketing and communication efforts, and improving risk management systems. Furthermore, the study presents specific recommendations for relevant stakeholders, including government bodies, the State Bank of Vietnam, Agribank's headquarters, and the Ha Thanh Branch management, to create a favorable legal, policy, financial, technological, and human resource environment for successful implementation. This endeavor not only contributes to the theoretical systematization of individual credit knowledge but also offers practical guidance to help the Ha Thanh Branch expand its scale, improve service quality, solidify its market position, and significantly contribute to the overall economic development.